When the Super Bowl arrives, it’s not just the athletes who shine—the celebrities do, too. Year after year, more stars are stepping into Super Bowl ads, and the competition to secure them has never been fiercer. After all, casting the perfect celebrity can be the deciding factor in whether an ad becomes iconic or fades away before halftime.   

With millions of dollars at stake, advertisers can’t afford to fumble. Here are some essential strategies for winning big with celebrity talent, drawn from years of experience securing stars for clients and countless Super Bowl spots:   

Start Early 

The sooner you begin, the more negotiating power you’ll have to land the perfect celebrity at the best price. This is especially important if your creative — or the ad's humor -- hinges on a specific star. Additionally, if you’re recreating a beloved character or nostalgic franchise—think bringing back the cast of Modern Family, for example —those deals can be complex and involve multiple stakeholders, including studios whose approval processes are incredibly multifaceted.  Starting the conversation early ensures you have the time to overcome these hurdles.   

Plus, when you’re down to a tight deadline, it’s nearly impossible to pivot if the talent falls through. Rushed timelines give all the leverage to the star.   

Competition is Fierce 

Many brands are vying for the same stars, especially when it comes to big names like this year's go-to guy, Glen Powell, or every season's most sought-after MVP, Taylor Swift. So, how do you stand out? It’s not always about offering the most money. A winning proposal combines an attractive deal structure, a compelling brand and creative that resonates. And often, it comes down to relationships. The talent and their team need to trust that partnering with you will be a rewarding experience for both sides.   

Plan Meticulously—Top Stars Require Special Attention 

Working with A-list talent is different from collaborating with other creators or athletes. The biggest stars come with large teams and they expect more detailed attention. Anticipating talent needs early and thoroughly will make the entire process smoother, from shooting day to Super Bowl Sunday. Thoughtful planning not only ensures a better experience during shoot days, but also strengthens your partnership throughout the campaign and beyond.   

Everyone’s an Option, but Exclusivity Comes at a Cost 

Super Bowl ads attract talent who would typically shy away from brand partnerships due to scheduling or personal preferences. The prestige and excitement of being part of the cultural moment can make even the most elusive stars consider a Super Bowl commercial. Agents are increasingly proactive in seeking these opportunities for clients for whom Super Bowl is the one opportunity they will consider for a brand deal. However, exclusivity is not guaranteed. Just because a star is in your ad doesn’t mean they won’t appear in another brand’s spot, unless exclusivity is explicitly negotiated. We typically and explicitly start by assuming exclusivity, but it is an element that should be considered negotiable for the right star. Clients are sometimes surprised by this, but flexibility in exclusivity scope—whether it applies to a category or if it’s just a cameo in another ad - can sometimes be key to getting the right deal done without breaking the bank.   

Lock in Your Comms Strategy 

While it’s natural to focus on the in-game spot, it’s crucial to have a comprehensive communications plan in place. Consider the lead-up teasers for social media, the additional content you can boost during the game, and even engaging other influencers to extend your campaign’s reach. These elements should be negotiated as part of your talent contract. A-listers will likely have input and approval rights on all these aspects, so it’s essential to discuss and agree on the details early to avoid surprises later.  

TMA’s past Super Bowl Polls confirm that viewers eagerly anticipate seeing celebrities in Super Bowl ads, with some stars being more favorably received than others. Given the high stakes of a Super Bowl ad—up to $7 million for a spot—you can’t afford to drop the ball. 

Let the games begin!